BRAND PREFERENCES AND BRAND LOYALTY OF CONSUMERS TOWARDS AUTOMOBILES : A CONSUMER BEHAVIOUR SURVEY
Brand preference is the indicator of the strength of a brand in the hearts and minds of customers. Brand preference represents which brands are preferred under assumptions of equality in price and availability. Measures of brand preference attempt to quantify the impact of marketing activities in the hearts and minds of customers. In this research paper, an attempt has been made to know which brands are commonly preferred by the automobile consumers in Himachal Pradesh. There are so many brands of four wheeler which are available in the market like Maruti Suzuki, Mahindra & Mahindra, Tata Motors, Hyundai Motors, Toyota Motors, etc. In this study we also tried to know the brand loyalty of consumers. Here, we have made an attempt to know whether the consumers are loyal towards a particular brand are not. The study discusses about the brand preferences and brand loyalty of consumer towards automobiles in Himachal Pradesh.
Battalio RC, Kagel JH, Winkler RC, Fisher EB Jr, Basmann RL, and Krasner L. (1974). “An experimental investigation of consumer behaviour in a controlled environment”, Journal of Consumer Research, Vol.1, pp.52-60.
http://www.marutisuzuki.com, accessed on 1-January-2013.
http://www.hyundai.com, accessed on 4-January-2013.
http://www.tatamotors.com, accessed on 7-January-2013.
http://www.toyota.com, accessed on 10-January-2013.
http://www.mahindra.com, accessed on 11-January-2013.
http://www.carwale.com, accessed on 12-January-2013.
http://www.gaadi.com, accessed on 14-February-2013.
Maggard JP. (1971). “Negro Market-Fact or Fiction”, California Management Review, Vol.14, pp.71-80.
Matthews J. (1978). Consumer Complaints as Prepurchase Information: An Evaluation of Better Business Bureau Reports to Consumers”, The Journal of Consumer Affairs, Vol.12(1), pp.76-87.
Rookh DW. (1987). “The Buying Impulse”, The Journal of Consumer Research, Vol.14(2), pp.189-199.
Yadav MS. (1994). “How Buyers Evaluate Bundles. A Model of Anchoring and Adjustment”, Journal of Customer Research, Vol.21(2), pp.342-353.
Yeung CWM, and Wyer RS. (2004). “Affect, Appraisal and Consumer Judgment”, Journal of Consumer Research, Vol.31(2), pp.412-424.
- There are currently no refbacks.
Send mail to firstname.lastname@example.org with questions or comments about this web site.
International Journal of Management and Social Sciences, All rights reserved.